Alternate content insertion logic

ABSTRACT

A collection management system presents, as part of a content discovery session, a first content item from a content discovery collection that includes a plurality of content items that are ordered sequentially for presentation. In response to receiving an advancement input, the collection management system determines whether a number of content items presented as part of the content discovery session meets or exceeds a threshold number of content items, and whether an amount of elapsed time of the content discovery session meets or exceeds a threshold amount of time. The collection management system presents a first alternate content item as part of the content discover session. The first alternate content item is not included in the content discovery collection. After presenting the first alternate content item, the collection management system presents a second content item from the content discover collection that is ordered after the first content item.

PRIORITY

This application is a continuation of and claims the benefit of priorityof U.S. patent application Ser. No. 15/587,890, filed on May 5, 2017,which is hereby incorporated by reference herein in its entirety.

BACKGROUND

Modern computing systems allow users to capture and view different typesof content, such as images, videos, text, applications, etc. Contentproviders allow users to view collections of content items. Currentsystems integrate alternate content items into the collections withouttaking into account the type of content included in the collectionand/or a user's usage of the content. This results in inconsistentand/or undesired outputs. Accordingly, improvements are needed.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

To easily identify the discussion of any particular element or act, themost significant digit or digits in a reference number refer to thefigure number in which that element is first introduced.

FIG. 1 is a block diagram showing an example messaging system forexchanging data (e.g., messages and associated content) over a network.

FIG. 2 is a block diagram illustrating further details regarding amessaging system, according to example embodiments.

FIG. 3 is a schematic diagram illustrating data which may be stored inthe database of the messaging server system, according to certainexample embodiments.

FIG. 4 is a schematic diagram illustrating a structure of a message,according to some embodiments.

FIG. 5 is a schematic diagram illustrating an example access-limitingprocess, in terms of which access to content (e.g., an ephemeralmessage, and associated multimedia payload of data) or a contentcollection (e.g., an ephemeral message story) may be time-limited (e.g.,made ephemeral).

FIG. 6 is a block diagram illustrating various modules of the collectionmanagement system, according to certain example embodiments.

FIG. 7 is a flowchart illustrating a method for inserting an alternatecontent item into a content discovery session, according to certainexample embodiments.

FIG. 8 is a flowchart illustrating a method for inserting an alternatecontent item into a content discovery session, according to certainexample embodiments.

FIG. 9 is a flowchart illustrating a method inserting an alternatecontent item into a content discovery session, according to certainexample embodiments.

FIG. 10 is a screenshot of a content item presented as part of a contentdiscover session.

FIG. 11 is a block diagram illustrating a representative softwarearchitecture, which may be used in conjunction with various hardwarearchitectures herein described.

FIG. 12 is a block diagram illustrating components of a machine,according to some example embodiments, able to read instructions from amachine-readable medium (e.g., a machine-readable storage medium) andperform any one or more of the methodologies discussed herein.

DETAILED DESCRIPTION Description

A portion of the disclosure of this patent document contains materialthat is subject to copyright protection. The copyright owner has noobjection to the facsimile reproduction by anyone of the patent documentor the patent disclosure, as it appears in the Patent and TrademarkOffice patent files or records, but otherwise reserves all copyrightrights whatsoever. The following notice applies to the software and dataas described below and in the drawings that form a part of thisdocument: Copyright 2017. SNAP INC., All Rights Reserved.

The description that follows includes systems, methods, techniques,instruction sequences, and computing machine program products thatembody illustrative embodiments of the disclosure. In the followingdescription, for the purposes of explanation, numerous specific detailsare set forth in order to provide an understanding of variousembodiments of the inventive subject matter. It will be evident,however, to those skilled in the art, that embodiments of the inventivesubject matter may be practiced without these specific details. Ingeneral, well-known instruction instances, protocols, structures, andtechniques are not necessarily shown in detail.

Embodiments described herein relate to systems and methods for improvedalternate content insertion logic. A content discovery collection is acollection of content items provided by an entity that is accessible toother users. For example, an entity such as a news organization,magazine, etc., may generate content and include the content into acontent discovery collection, which users may then access (e.g., read,view, etc.). To allow users to discover new content provided by theentity, a content discovery collection can be designated as publiclyaccessible to users. Accordingly, a user would not have to create arelationship with the entity (e.g., friend, follower, etc.) to accessthe content included in the content discover collection.

A content discovery collection can include multiple types of content,such as video, text, images, etc. The content items included in acontent discovery collection are ordered for presentation. For example,the content items are ordered sequentially such that the content itemsare presented according to the sequential order as a user selects toview the next or previous content item in the content discoverycollection.

A collection management system manages content discovery collections.For example, the collection management system enables an entity tocreate and modify a content discovery collection, including addingcontent items, removing content items, selecting the order in which thecontent items are presented, etc. The collection management systemfurther enables users to initiate a content discovery session to accessa content discover collection. For example, the collection managementsystem presents a listing of available content discovery collections,enables a user to select a content discovery collection, initiates acontent discovery session of the selected content discovery collection,presents content items included in the selected content discoverycollection, enables a user to access the next and/or previous contentitem ordered in the content discovery collection, etc.

In addition to presenting content items included in a content discoverycollection, the collection management system also presents alternatecontent items as part of the content discovery session. Alternatecontent items are content items that are not included in the contentdiscovery collection. For example, alternate content items includecontent items generated by a secondary entity, such as an advertiser,sponsor, etc. The collection management system utilizes logic to insertalternate content items into a content discovery session in a consistentmanner that takes into account multiple factors, such as the type ofcontent included in the content discovery collection, how a user isviewing the content, a current position within the content discoverycollection, etc.

In response to receiving an advancement input to present a next and/orprevious content item, the collection management system determineswhether to insert an alternate content based on one or more insertionconditions that dictate when an alternate content item should beinserted into a content discovery session. For example, the collectionmanagement system determines whether a number of content items presentedas part of the content discovery session meets or exceeds a thresholdnumber of content items, and whether an amount of elapsed time of thecontent discovery session meets or exceeds a threshold amount of time.In response to determining that an insertion condition has been met, thecollection management system presents an alternate content item as partof the content discover session. After presenting the alternate contentitem, the collection management system presents the requested contentitem from the content item collection (i.e., the next or previouscontent item from the content discovery collection).

Drawings

FIG. 1 is a block diagram showing an example messaging system 100 forexchanging data (e.g., messages and associated content) over a network.The messaging system 100 includes multiple client devices 102, each ofwhich hosts a number of applications including a messaging clientapplication 104. Each messaging client application 104 iscommunicatively coupled to other instances of the messaging clientapplication 104 and a messaging server system 108 via a network 106(e.g., the Internet).

Accordingly, each messaging client application 104 is able tocommunicate and exchange data with another messaging client application104 and with the messaging server system 108 via the network 106. Thedata exchanged between messaging client applications 104, and between amessaging client application 104 and the messaging server system 108,includes functions (e.g., commands to invoke functions) as well aspayload data (e.g., text, audio, video or other multimedia data).

The messaging server system 108 provides server-side functionality viathe network 106 to a particular messaging client application 104. Whilecertain functions of the messaging system 100 are described herein asbeing performed by either a messaging client application 104 or by themessaging server system 108, it will be appreciated that the location ofcertain functionality either within the messaging client application 104or the messaging server system 108 is a design choice. For example, itmay be technically preferable to initially deploy certain technology andfunctionality within the messaging server system 108, but to latermigrate this technology and functionality to the messaging clientapplication 104 where a client device 102 has a sufficient processingcapacity.

The messaging server system 108 supports various services and operationsthat are provided to the messaging client application 104. Suchoperations include transmitting data to, receiving data from, andprocessing data generated by the messaging client application 104. Thisdata may include, message content, client device information,geolocation information, media annotation and overlays, message contentpersistence conditions, social network information, and live eventinformation, as examples. Data exchanges within the messaging system 100are invoked and controlled through functions available via userinterfaces (UIs) of the messaging client application 104.

Turning now specifically to the messaging server system 108, anApplication Program Interface (API) server 110 is coupled to, andprovides a programmatic interface to, an application server 112. Theapplication server 112 is communicatively coupled to a database server118, which facilitates access to a database 120 in which is stored dataassociated with messages processed by the application server 112.

Dealing specifically with the Application Program Interface (API) server110, this server receives and transmits message data (e.g., commands andmessage payloads) between the client device 102 and the applicationserver 112. Specifically, the Application Program Interface (API) server110 provides a set of interfaces (e.g., routines and protocols) that canbe called or queried by the messaging client application 104 in order toinvoke functionality of the application server 112. The ApplicationProgram Interface (API) server 110 exposes various functions supportedby the application server 112, including account registration, loginfunctionality, the sending of messages, via the application server 112,from a particular messaging client application 104 to another messagingclient application 104, the sending of media files (e.g., images orvideo) from a messaging client application 104 to the messaging serverapplication 114, and for possible access by another messaging clientapplication 104, the setting of a collection of media data (e.g., Story,content discovery collection), the retrieval of a list of connections(e.g., friends, follower, etc.) of a user of a client device 102, theretrieval of such collections, the retrieval of messages and content,the adding and deletion of connections to the entity graph, the locationof connections within the entity graph, opening and application event(e.g., relating to the messaging client application 104).

The application server 112 hosts a number of applications andsubsystems, including a messaging server application 114, an imageprocessing system 116 and a social network system 122. The messagingserver application 114 implements a number of message processingtechnologies and functions, particularly related to the aggregation andother processing of content (e.g., textual and multimedia content)included in messages received from multiple instances of the messagingclient application 104. As will be described in further detail, the textand media content from multiple sources may be aggregated intocollections of content (e.g., stories, content discovery collections,galleries, etc.). These content collections are then made available, bythe messaging server application 114, to the messaging clientapplication 104. Other processor and memory intensive processing of datamay also be performed server-side by the messaging server application114, in view of the hardware requirements for such processing.

The application server 112 also includes an image processing system 116that is dedicated to performing various image processing operations,typically with respect to images or video received within the payload ofa message at the messaging server application 114.

The social network system 122 supports various social networkingfunctions and services, and makes these functions and services availableto the messaging server application 114. To this end, the social networksystem 122 maintains and accesses an entity graph 304 within thedatabase 120. Examples of functions and services supported by the socialnetwork system 122 include the identification of connections betweenusers registered with the messaging system 100. A user or entityregisters with the messaging system 100 by creating an account with themessaging system 100. Once a user or entity has registered with themessaging system 100, the user or entity is added to the entity graphand may begin establishing connections with other user and/or entitiesthat are registered with the messaging system 100.

A connection between users indicates a relationship between the users.An example relationship is one user “following” the other user to viewcontent and/or messages posted by the user. Another example relationshipis two users become “friends,” thereby allowing the users to viewcontent and/or messages posted by the other user. Another examplefunction and service supported by the social network system 122 is theidentification of other entities and interests of a particular user.

The application server 112 is communicatively coupled to a databaseserver 118, which facilitates access to a database 120 in which isstored data associated with messages processed by the messaging serverapplication 114.

FIG. 2 is block diagram illustrating further details regarding themessaging system 100. Specifically, the messaging system 100 is shown tocomprise the messaging client application 104 and the application server112, which in turn embody a number of some subsystems, namely anephemeral timer system 202, a collection management system 204 and anannotation system 206.

The ephemeral timer system 202 is responsible for enforcing thetemporary access to content permitted by the messaging clientapplication 104 and the messaging server application 114. To this end,the ephemeral timer system 202 incorporates a number of timers that,based on duration and display parameters associated with a message, orcollection of messages (e.g., a SNAPCHAT Story, content discoverycollection, etc.), selectively display and enable access to messages andassociated content via the messaging client application 104. Furtherdetails regarding the operation of the ephemeral timer system 202 areprovided below.

The collection management system 204 is responsible for managingcollections of media (e.g., collections of text, image video, and audiodata). In some examples, a collection of content (e.g., messages,including images, video, text, and audio) may be organized into an“event gallery,” “event story,” or “event group story.” Such acollection may be made available for a specified time period (i.e.,event window), such as the duration of a specified event to which thecontent relates. For example, content relating to a specified event suchas a music concert may be made available as a “Story” for the durationof that music concert. The collection management system 204 may also beresponsible for publishing a user interface element (e.g., icon, button,etc.) that provides notification of the existence of a particularcollection to the user interface of the messaging client application104.

A collection may also constitute a “Group Story.” which is a collectionof content from multiple authorized users that is created manually,automatically or using a combination of manual and automatic techniques.For example, a “Group Story” may constitute a curated stream ofuser-submitted content from varies locations and events. Users, whoseclient devices have location services enabled and are at a commonlocation event at a particular time may, for example, be presented withan option, via a user interface of the messaging client application 104,to contribute content to a particular group story. The group story maybe identified to the user by the messaging client application 104, basedon his or her location as well as the user meeting other specified groupeligibility criteria. The end result is a “Group Story” told from acommunity perspective.

Group stories associated with an event and/or a specific geographiclocation (e.g., at a wedding,) may include a condition that anauthorized user be within a specified distance of the event (e.g.,geographic location of the event) to contribute to and/or view contentincluded in the group story. In some embodiments, a user's ability tocontribute and/or view a group story may be dependent on that user beingconnected to a user that initiated the group story. For instance, a usermay be required to be within a threshold degree of connection (e.g.,friend of a friend).

A collection may also constitute a “content discovery collection.” Acontent discovery collection is a collection of content item provided byan entity that is accessible to other users. For example, an entity suchas a news organization, magazine, etc., may generate content and includethe content into a content discovery collection, which users may thenaccess (e.g., read, view, etc.). To allow users to discover new contentprovided by the entity, a content discovery collection can be designatedas publicly accessible to users. Accordingly, a user would not have tocreate a relationship with the entity (e.g., friend, follower, etc.) toaccess the content included in the content discover collection.

A content discovery collection can include multiple types of content,such as video, text, images, etc. The content items included in acontent discovery collection are ordered for presentation. For example,the content items are ordered sequentially such that the content itemsare presented according to the sequential order as a user selects toview the next or previous content item in the content discoverycollection.

The collection management system 204 manages content discoverycollections. For example, the collection management system 204 enablesan entity to create and modify a content discovery collection, includingadding content items, removing content items, selecting the order inwhich the content items are presented, etc. The collection managementsystem 204 further enables users to initiate a content discovery sessionto access a content discover collection. For example, the collectionmanagement system 204 presents a listing of available content discoverycollections, enables a user to select a content discovery collection,initiates a content discovery session of the selected content discoverycollection, presents content items included in the selected contentdiscovery collection, enables a user to access the next and/or previouscontent item ordered in the content discovery collection, etc.

In addition to presenting content items included in a content discoverycollection, the collection management system 204 also presents alternatecontent items as part of the content discovery session. Alternatecontent items are content items that are not included in the contentdiscovery collection. For example, alternate content items includecontent items generated by a secondary entity, such as an advertiser,sponsor, etc. The collection management system 204 utilizes logic toinsert alternate content items into a content discovery session in aconsistent manner that takes into account multiple factors, such as thetype of content included in the content discovery collection, how a useris viewing the content, a current position within the content discoverycollection, etc.

In response to receiving an advancement input to present a next and/orprevious content item, the collection management system 204 determineswhether to insert an alternate content based on one or more insertionconditions that dictate when an alternate content item should beinserted into a content discovery session. For example, the collectionmanagement system 204 determines whether a number of content itemspresented as part of the content discovery session meets or exceeds athreshold number of content items, and whether an amount of elapsed timeof the content discovery session meets or exceeds a threshold amount oftime. In response to determining that an insertion condition has beenmet, the collection management system 204 presents an alternate contentitem as part of the content discover session. After presenting thealternate content item, the collection management system 204 presentsthe requested content item from the content item collection (i.e., thenext or previous content item from the content discovery collection).

The collection management system 204 furthermore includes a curationinterface 208 that allows a collection manager to manage and curate aparticular collection of content. For example, the curation interface208 enables an event organizer to curate a collection of contentrelating to a specific event (e.g., delete inappropriate content orredundant messages). Additionally, the collection management system 204employs machine vision (or image recognition technology) and contentrules to automatically curate a content collection. In certainembodiments, compensation may be paid to a user for inclusion of usergenerated content into a collection. In such cases, the curationinterface 208 operates to automatically make payments to such users forthe use of their content.

The annotation system 206 provides various functions that enable a userto annotate or otherwise modify or edit media content associated with amessage. For example, the annotation system 206 provides functionsrelated to the generation and publishing of media overlays for messagesprocessed by the messaging system 100. The annotation system 206operatively supplies a media overlay (e.g., a SNAPCHAT filter) to themessaging client application 104 based on a geolocation of the clientdevice 102. In another example, the annotation system 206 operativelysupplies a media overlay to the messaging client application 104 basedon other information, such as, social network information of the user ofthe client device 102. A media overlay may include audio and visualcontent and visual effects. Examples of audio and visual content includepictures, texts, logos, animations, and sound effects. An example of avisual effect includes color overlaying. The audio and visual content orthe visual effects can be applied to a media content item (e.g., aphoto) at the client device 102. For example, the media overlayincluding text that can be overlaid on top of a photograph generatedtaken by the client device 102. In another example, the media overlayincludes an identification of a location overlay (e.g., Venice beach), aname of a live event, or a name of a merchant overlay (e.g., BeachCoffee House). In another example, the annotation system 206 uses thegeolocation of the client device 102 to identify a media overlay thatincludes the name of a merchant at the geolocation of the client device102. The media overlay may include other indicia associated with themerchant. The media overlays may be stored in the database 120 andaccessed through the database server 118.

In one example embodiment, the annotation system 206 provides auser-based publication platform that enables users to select ageolocation on a map, and upload content associated with the selectedgeolocation. The user may also specify circumstances under which aparticular media overlay should be offered to other users. Theannotation system 206 generates a media overlay that includes theuploaded content and associates the uploaded content with the selectedgeolocation.

In another example embodiment, the annotation system 206 provides amerchant-based publication platform that enables merchants to select aparticular media overlay associated with a geolocation via a biddingprocess. For example, the annotation system 206 associates the mediaoverlay of a highest bidding merchant with a corresponding geolocationfor a predefined amount of time

FIG. 3 is a schematic diagram 300 illustrating data 300 which may bestored in the database 120 of the messaging server system 108. While thecontent of the database 120 is shown to comprise a number of tables, itwill be appreciated that the data could be stored in other types of datastructures (e.g., as an object-oriented database).

The database 120 includes message data stored within a message table314. The entity table 302 stores entity data, including an entity graph304. Entities for which records are maintained within the entity table302 may include registered users, corporate entities, organizations,objects, places, events etc. Regardless of type, any entity regardingwhich the messaging server system 108 stores data may be a recognizedentity. Each entity is provided with a unique identifier, as well as anentity type identifier (not shown).

The entity graph 304 furthermore stores information regardingconnections between the entities. A connection between entitiesindicates a relationship between the user accounts of entities withrelation to the messaging system. An example relationship is one entity“following” the other entity to view content and/or messages posted bythe entity. Another example relationship is two entities becoming“friends.” thereby allowing the entitites to view content and/ormessages posted by the other entity. The entity graph 304 also includesother relationships and associations between entities. Suchrelationships may be social, professional (e.g., work at a commoncorporation or organization) interested-based or activity-based, merelyfor example.

The database 120 also stores annotation data, in the example form offilters, in an annotation table 312. Filters for which data is storedwithin the annotation table 312 are associated with and applied tovideos (for which data is stored in a video table 310) and/or images(for which data is stored in an image table 308). Filters, in oneexample, are overlays that are displayed as overlaid on an image orvideo during presentation to a recipient user. Filters may be of variestypes, including a user-selected filters from a gallery of filterspresented to a sending user by the messaging client application 104 whenthe sending user is composing a message. Other types of filers includegeolocation filters (also known as Geofilters) which may be presented toa sending user based on geographic location. For example, geolocationfilters specific to a neighborhood or special location may be presentedwithin a user interface by the messaging client application 104, basedon geolocation information determined by a GPS unit of the client device102. Another type of filer is a data filer, which may be selectivelypresented to a sending user by the messaging client application 104,based on other inputs or information gathered by the client device 102during the message creation process. Example of data filters includecurrent temperature at a specific location, a current speed at which asending user is traveling, battery life for a client device 102, or thecurrent time.

Other annotation data that may be stored within the image table 308 isso-called “Lens” data. A “Lens” may be a real-time special effect andsound that may be added to an image or a video.

As mentioned above, the video table 310 stores video data which, in oneembodiment, is associated with messages for which records are maintainedwithin the message table 314. Similarly, the image table 308 storesimage data associated with messages for which message data is stored inthe entity table 302. The entity table 302 may associate variousannotations from the annotation table 312 with various images and videosstored in the image table 308 and the video table 310.

A collection table 306 stores data regarding collections of messages andassociated image, video or audio data, which are compiled into a contentcollection (e.g., a SNAPCHAT Story, content discovery collection, agallery, etc.). The creation of a particular content collection (e.g.,group story, content discovery collection) may be initiated by aparticular user or entity (e.g., each user or entity for which a recordis maintained in the entity table 302). A created content discoverycollection is accessible by authorized users. For example, users thathave created a relationship with the entity (e.g., friends, followers,etc.) are authorized to access the content discovery collection. Asanother example, a content discovery collection may be designated aspublic to allow all users to access and discover the content provided bythe entity. To this end, the user interface of the messaging clientapplication 104 may include an icon that is user selectable to enable auser to access a content discovery collection.

The collection table 306 includes data associated with a created contentcollection, such as images, messages, video data, audio data, etc. thatare included in the content, a title designated to the contentcollection, a unique identifier for the collection, insertionconditions, etc. Insertions conditions are a set of conditions thatresult in insertion of an alternate content item into a group storysession initiated by a user. For example, the insertion conditionsinclude thresholds (e.g., threshold number of content items, thresholdamount of elapsed time) that, when met, result in insertion of analternate content item.

FIG. 4 is a schematic diagram illustrating a structure of a message. Themessage is generated by a messaging client application 104 forcommunication to a further messaging client application 104 or themessaging server application 114. The content of a particular message400 is used to populate the message table 314 stored within the database120, accessible by the messaging server application 114. Similarly, thecontent of a message 400 is stored in memory as “in-transit” or“in-flight” data of the client device 102 or the application server 112.The message 400 is shown to include the following components:

-   -   A message identifier 402: a unique identifier that identifies        the message 400.    -   A message text payload 404: text, to be generated by a user via        a user interface of the client device 102 and that is included        in the message 400.    -   A message image payload 406: image data, captured by a camera        component of a client device 102 or retrieved from memory of a        client device 102, and that is included in the message 400.    -   A message video payload 408: video data, captured by a camera        component or retrieved from a memory component of the client        device 102 and that is included in the message 400.    -   A message audio payload 410: audio data, captured by a        microphone or retrieved from the memory component of the client        device 102, and that is included in the message 400.    -   A message annotations 412: annotation data (e.g., filters,        stickers or other enhancements) that represents annotations to        be applied to message image payload 406, message video payload        408, or message audio payload 410 of the message 400.    -   A message duration parameter 414: parameter value indicating, in        seconds, the amount of time for which content of the message        (e.g., the message image payload 406, message video payload 408,        message audio payload 410) is to be presented or made accessible        to a user via the messaging client application 104.    -   A message geolocation parameter 416: geolocation data (e.g.,        latitudinal and longitudinal coordinates) associated with the        content payload of the message. Multiple message geolocation        parameter 416 values may be included in the payload, each of        these parameter values being associated with respect to content        items included in the content (e.g., a specific image into        within the message image payload 406, or a specific video in the        message video payload 408).    -   A collection identifier 418: identifier values identifying one        or more content collections (e.g., content discovery collection,        stories, etc.) with which a particular content item in the        message image payload 406 of the message 400 is associated. For        example, multiple images within the message image payload 406        may each be associated with multiple content collections using        identifier values.    -   A message tag 420: each message 400 may be tagged with multiple        tags, each of which is indicative of the subject matter of        content included in the message payload. For example, where a        particular image included in the message image payload 406        depicts an animal (e.g., a lion), a tag value may be included        within the message tag 420 that is indicative of the relevant        animal. Tag values may be generated manually, based on user        input, or may be automatically generated using, for example,        image recognition.    -   A message sender identifier 422: an identifier (e.g., a        messaging system identifier, email address or device identifier)        indicative of a user of the client device 102 on which the        message 400 was generated and from which the message 400 was        sent SA message receiver identifier 424: an identifier (e.g., a        messaging system identifier, email address or device identifier)        indicative of a user of the client device 102 to which the        message 400 is addressed.

The contents (e.g. values) of the various components of message 400 maybe pointers to locations in tables within which content data values arestored. For example, an image value in the message image payload 406 maybe a pointer to (or address of) a location within an image table 308.Similarly, values within the message video payload 408 may point to datastored within a video table 310, values stored within the messageannotations 412 may point to data stored in an annotation table 312,values stored within the message collection identifier 418 may point todata stored in a collection table 306, and values stored within themessage sender identifier 422 and the message receiver identifier 424may point to user records stored within an entity table 302.

FIG. 5 is a schematic diagram illustrating an access-limiting process500, in terms of which access to content (e.g., an ephemeral message502, and associated multimedia payload of data) or a content collection(e.g., an ephemeral content collection 504) may be time-limited (e.g.,made ephemeral).

An ephemeral message 502 is shown to be associated with a messageduration parameter 506, the value of which determines an amount of timethat the ephemeral message 502 will be displayed to a receiving user ofthe ephemeral message 502 by the messaging client application 104. Inone embodiment, where the messaging client application 104 is a SNAPCHATapplication client, an ephemeral message 502 is viewable by a receivinguser for up to a maximum of 10 seconds, depending on the amount of timethat the sending user specifies using the message duration parameter506.

The message duration parameter 506 and the message receiver identifier424 are shown to be inputs to a message timer 512, which is responsiblefor determining the amount of time that the ephemeral message 502 isshown to a particular receiving user identified by the message receiveridentifier 424. In particular, the ephemeral message 502 will only beshown to the relevant receiving user for a time period determined by thevalue of the message duration parameter 506. The message timer 512 isshown to provide output to a more generalized ephemeral timer system202, which is responsible for the overall timing of display of content(e.g., an ephemeral message 502) to a receiving user.

The ephemeral message 502 is shown in FIG. 5 to be included within anephemeral message content collection 504 (e.g., a personal SNAPCHATStory, an event story, group story, content discovery collection, etc.).The ephemeral content collection 504 has an associated contentcollection duration parameter 508, a value of which determines atime-duration for which the ephemeral message content collection 504 ispresented and accessible to users of the messaging system 100. Thecontent collection duration parameter 508, for example, may be theduration of a music concert, where the ephemeral message contentcollection 504 is a collection of content pertaining to that concert.Alternatively, a user (either the owning user or a curator user) mayspecify the value for the content collection duration parameter 508 whenperforming the setup and creation of the ephemeral message contentcollection 504.

Additionally, each ephemeral message 502 within the ephemeral messagecontent collection 504 has an associated content collectionparticipation parameter 510, a value of which determines the duration oftime for which the ephemeral message 502 will be accessible within thecontext of the ephemeral message content collection 504. Accordingly, aparticular ephemeral message 502 may “expire” and become inaccessiblewithin the context of the ephemeral content collection 504, prior to theephemeral content collection 504 itself expiring in terms of the contentcollection duration parameter 508. The content collection durationparameter 508, content collection participation parameter 510, andmessage receiver identifier 424 each provide input to a contentcollection timer 514, which operationally determines, firstly, whether aparticular ephemeral message 502 of the ephemeral content collection 504will be displayed to a particular receiving user and, if so, for howlong. Note that the ephemeral content collection 504 utilizes themessage receiver identifier 424 to identify the particular receivinguser.

Accordingly, the content collection timer 514 operationally controls theoverall lifespan of an associated ephemeral content collection 504, aswell as an individual ephemeral message 502 included in the ephemeralcontent collection 504. In one embodiment, each and every ephemeralmessage 502 within the ephemeral content collection 504 remains viewableand accessible for a time-period specified by the content collectionduration parameter 508. In a further embodiment, a certain ephemeralmessage 502 may expire, within the context of the ephemeral contentcollection 504, based on a content collection participation parameter510. Note that a message duration parameter 506 indicates the durationof time for which a particular ephemeral message 502 is displayed to areceiving user, even within the context of the ephemeral contentcollection 504. Accordingly, the message duration parameter 506indicates the duration of time that a particular ephemeral message 502is displayed to a receiving user, regardless of whether the receivinguser is viewing that ephemeral message 502 inside or outside the contextof an ephemeral content collection 504.

The ephemeral timer system 202 may furthermore operationally remove aparticular ephemeral message 502 from the ephemeral content collection504 based on a determination that it has exceeded an associated contentcollection participation parameter 510. For example, when a sending userhas established a content collection participation parameter 510 of 24hours from posting, the ephemeral timer system 202 will remove therelevant ephemeral message 502 from the ephemeral content collection 504after the specified 24 hours. The ephemeral timer system 202 alsooperates to remove an ephemeral content collection 504 either when thecontent collection participation parameter 510 for each and everyephemeral message 502 within the ephemeral content collection 504 hasexpired, or when the content collection 504 itself has expired in termsof the content collection duration parameter 508.

In certain use cases, a creator of a particular ephemeral contentcollection 504 may specify an indefinite content collection durationparameter 508. In this case, the expiration of the content collectionparticipation parameter 510 for the last remaining ephemeral message 502within the ephemeral content collection 504 will determine when theephemeral content collection 504 itself expires. In this case, a newephemeral message 502, added to the ephemeral content collection 504,with a new content collection participation parameter 510, effectivelyextends the life of an ephemeral content collection 504 to equal thevalue of the content collection participation parameter 510.

Responsive to the ephemeral timer system 202 determining that anephemeral content collection 504 has expired (e.g., is no longeraccessible), the ephemeral timer system 202 communicates with themessaging system 100 (e.g., messaging client application 104) to causean indicium (e.g., an icon) associated with the relevant ephemeralcontent collection 504 to no longer be displayed within a user interfaceof the messaging client application 104. Similarly, when the ephemeraltimer system 202 determines that the message duration parameter 506 fora particular ephemeral message 502 has expired, the ephemeral timersystem 202 causes the messaging client application 104 to no longerdisplay an indicium (e.g., an icon or textual identification) associatedwith the ephemeral message 502.

FIG. 6 is a block diagram illustrating various modules of the collectionmanagement system 204, according to certain example embodiments. Thecollection management system 204 is shown as including an interfacemodule 602, a session management module 604, and an alternate insertionmodule 606. As shown, the alternate insertion module 606 includes aninsertion condition gathering module 608, a monitoring module 610, acondition triggering module 612, a position eligibility module 614, aninsertion module 616, and a condition adjustment module 618. The variousmodules of the collection management system 204 are configured tocommunicate with each other (e.g., via a bus, shared memory, or aswitch). Any one or more of these modules may be implemented using oneor more computer processors (e.g., by configuring such one or morecomputer processors to perform functions described for that module) andhence may include one or more of the computer processors.

Any one or more of the modules described may be implemented usinghardware alone (e.g., one or more of the computer processors of amachine) or a combination of hardware and software. For example, anydescribed module of the collection management system 204 may physicallyinclude an arrangement of one or more of the computer processors (e.g.,a subset of or among the one or more computer processors of the machine)configured to perform the operations described herein for that module.As another example, any module of the collection management system 204may include software, hardware, or both, that configure an arrangementof one or more computer processors (e.g., among the one or more computerprocessors of the machine) to perform the operations described hereinfor that module. Accordingly, different modules of the collectionmanagement system 204 may include and configure different arrangementsof such computer processors or a single arrangement of such computerprocessors at different points in time. Moreover, any two or moremodules of the collection management system 204 may be combined into asingle module, and the functions described herein for a single modulemay be subdivided among multiple modules. Furthermore, according tovarious example embodiments, modules described herein as beingimplemented within a single machine, database, or device may bedistributed across multiple machines, databases, or devices.

To avoid obscuring the inventive subject matter with unnecessary detail,various functional components (e.g., modules) that are not germane toconveying an understanding of the inventive subject matter have beenomitted from FIG. 6. However, it will be appreciated that variousadditional functional components may be supported by collectionmanagement system 204 to facilitate additional functionality that is notspecifically described herein. Furthermore, the various functionalmodules depicted in FIG. 6 may reside on a single computing device ormay be distributed across several computing devices in variousarrangements such as those used in cloud-based architectures.

The interface module 602 provides a user interface that enables a userto initiate a content discovery session. A content discovery session isa session in which content items included in a content discoverycollection are presented to the user. The interface module 602 presentsa listing of available content discovery collections to the user, whichthe user can utilize to select to initiate a content discovery session.For example, the interface module 602 presents icons identifying theavailable content discovery collections that are selectable to initiatea content discovery session of the selected content discoverycollection. The icons presented by the interface module 602 identify thecorresponding content discovery collection. For example, the icons mayinclude the name, emblem, logo, etc., of the entity associated with thecontent discovery collection, such as the magazine, new outlet, etc.,associated with the content discovery collection.

The session management module 604 initiates and manages a contentdiscover session. For example, the session management module 604initiates a content discovery session in response to a user selecting acontent discovery collection listed by the interface module 602.Initiating a content discovery session includes gathering content itemsincluded in the content discovery collection and presenting the contentitems according to their corresponding sequential order. For example,the session management module 604 initially presents the content itemfrom the content discovery collection that is ordered firstsequentially.

The session management module 604 provides user interface element (e.g.,buttons) that enable a user to change the content item that is presentedas part of the content discovery session. For example, the sessionmanagement module 604 presents an advancement button that enables a userto view the next or previous sequentially ordered content item in thecontent discovery collection. Selection of the advancement buttonresults in an advancement input instructing the session managementmodule 604 to access and present the next or previous sequentiallyordered content item. Accordingly, a user utilizes the providedadvancement button to view the various content items included in thecontent discovery session.

The session management module 604 also enables a user to view additionalcontent associated with a content item. Some content items such asvideos, articles, applications, etc., may not initially be completelydisplayed to a user. The session management module 604 may initiallypresent a portion of these content items, such as a title of an article,summary of the article, etc., and present user interface elements thatenable the user to access the additional content that is not presented.For example, the session management module 604 initially presents a userwith the title and summary of an article as well as a button that theuser may select to view the article in its entirety. The user utilizesthe button (i.e., selects the button) to the read the article if sodesired. Alternatively, the session management module 604 enables theuser to scroll down to read the article.

The alternate insertion module 606 inserts alternate content items intoa content discovery session. An alternate content item is a content itemthat is not included in the content discovery collection being presentedin the content discovery session. For example, an alternate content itemis a content item provided by an entity (e.g., advertiser, sponsor,etc.), that is different than the entity associated with the contentdiscovery collection.

The alternate insertion module 606 utilizes logic to insert alternatecontent in a manner that provides a consistent user experience.Providing a consistent user experience includes presenting alternatecontent items at consistent intervals based on multiple factors such asthe type of content and the user's consumption. The types of contentincluded in each content discovery collection may vary, as may userconsumption of the content items. Content items such as news articlesgenerally take longer to consume than content items such as images. Forexample, a user will most likely spent a longer period of time reading anews article than viewing a single image. Consumption of content itemsalso varies based on the individual users. For example, some users movethrough content quickly, whereas some users take a longer period of timeto view each content item. The alternate insertion module 606 utilizeslogic that takes into account these factors rather than utilizing asingle rule for all users and content discovery collections. Utilizing asingle rule, such as inserting an alternate content item after apredetermined number of content items are viewed, leads to aninconsistent user experience. For example, users viewing a contentdiscovery collection that includes only images will be presented withalternate content items at a higher rate than users viewing contentdiscovery collections that include only articles. Likewise, users thatconsume content quickly will be presented with alternate content itemsat a higher rate than users that spend more time viewing each individualcontent item. Presenting content items at a higher rate than desiredpresents a technical problem because it results in an unwanted overallincrease in the amount data transmitted to client devices. This unwantedincrease in data transmissions results in an undesired strain on systemresources as well as increased system latency. Accordingly, eliminatingtransmission of excess content item improves overall system performanceby reducing the strain of system resources and lowering system latency.

To alleviate these issues, the alternate insertion module 606 utilizesmultiple insertion conditions to determine whether to insert analternate content item. Insertion conditions dictate when an alternatecontent item should be inserted into a content discovery session. Forexample, insertion conditions include thresholds that, when met, resultin insertion of an alternate content. Example thresholds include athreshold number of content items that are presented and a thresholdamount of elapsed time. Utilizing multiple insertion conditions providesa consistent user experience.

To account for varying types of content items included in each contentdiscovery collection, each content discovery collection is associatedwith its own set of insertion conditions. Accordingly, a contentdiscovery collection that includes primarily images will have adifferent set of insertion conditions than a content discoverycollection that includes primarily articles. The insertion conditionsfor a content discovery collection can be based on the type of contentincluded in the content discovery collection. For example, a contentdiscover collection that includes mainly images may have a higherthreshold of viewed content items than a content discovery collectionthat includes mainly articles because users generally spend more timeviewing articles. Likewise, a content discovery collection that includesmainly images may have a lower threshold of elapsed time than a contentdiscovery collection that includes mainly articles.

The alternate insertion module 606 includes an insertion conditiongathering module 608 that gathers the insertion conditions for aselected content discovery collection. For example, the insertioncondition gathering module 608 gathers the insertion conditions for acontent discovery collection in response to a content discovery sessionbeing initiated. The content gathering module 608 gathers the insertionconditions from the collection table 306.

The monitoring module 610 monitors activity during a content discoverysession, such as content items presented, alternate content itemspresented, time elapsed, etc. The monitoring module 610 also calculatedvalues, such as the number of content items presented after the contentdiscovery session was initiated, the number of content items presentedafter a most recent alternate content item was presented in the contentdiscovery session, an amount of time elapses after the content discoversession was initiates, an amount of time elapses after a most recentalternate content item was presented in the content discovery session,etc.

The condition triggering module 612 determines whether an insertioncondition has been triggered. The condition triggering module 612determines whether an insertion has been triggered in response toreceiving an advancement input resulting from a user selection to viewthe next or previous content item in the content discovery collection.

The condition triggering module 612 utilizes data and/or calculatedvalues provided by the monitoring module 608 to determine whether aninsertion condition has been met. For example, the condition triggeringmodule 612 retrieves a number of content items presented as part of thecontent discovery session (e.g. number of content items presented uponinitiation of the content discovery session or the number of contentitems presented after an alternate content item was presented as part ofthe content discovery session), and then compares the number of contentitems to a threshold number of content items dictated by the insertioncondition. If the number of content items meets or exceeds the thresholdnumber, the condition triggering module 612 determines that theinsertion condition has been triggered. Alternatively, in the number ofcontent items does not meet or exceed the threshold number, thecondition triggering module 612 determines that the insertion conditionhas not been triggered.

The insertion conditions can include any type of threshold. For example,insertion conditions may include thresholds based on the total number ofcontent items presented during a content discovery session, the numberof content items presented after an alternate content item was presentedduring the content discovery session, a number of a specified type ofcontent item (e.g., image, article, video, etc.) presented during thecontent discovery session, an amount of elapsed time from initiation ofthe content discovery session, an amount of elapsed time frompresentation of an alternate digital content item in the contentdiscovery session, etc. These are only some examples of insertioncondition thresholds and they are not meant to be limiting. An insertioncondition can include thresholds based on any factor, and thisdisclosure anticipates all such embodiments.

An insertion condition can include multiple individual conditions thatshould be met to trigger the insertion condition. For example, aninsertion condition may dictate that two or more thresholds be met forthe insertion condition to be triggered. As another example, aninsertion condition can dictate that each of a set of conditions be metto trigger the insertion condition. Alternatively, an insertioncondition may dictate that at least a minimum number or percentage ofthe individual conditions be met to trigger the insertion condition. Asan example, an insertion condition including five individual conditionsis triggered when at least three of the individual conditions are met.

The position eligibility module 614 determines whether an upcomingposition within the content discovery collection is eligible to receivean inserted alternate content item. Certain positions within a contentdelivery collection may be designated as being ineligible to receive aninserted alternate content item. For example, the final position in thecontent discovery content collection may be designated as ineligible toreceive an inserted alternate content item to prevent users from beingpresented with an alternate content item as the last content item. Asanother example, an entity that provides a content discovery collectionmay desire that alternate content not be inserted between certainsequential content items. Accordingly, the entity may designate thesepositions within the content discovery collection as being ineligible toreceive an inserted alternate content item.

The position eligibility module 614 determines whether the position ofthe upcoming content item in the content discover collection has beendesignated as ineligible to receive an alternate content item. If theposition eligibility module 614 determines that the position of theupcoming content item is ineligible to receive an alternate contentitem, an alternate content item will not be inserted into the contentdiscovery session at that position. However, an alternate content itemmay be inserted into an upcoming position if an insertion condition hasbeen met, for example, in response to the collection management system204 receiving another advancement input.

The insertion module 616 inserts alternate content items into a contentdiscovery session. Inserting an alternate content item includespresenting the alternate content item prior to the upcoming content itemfrom the content discovery collection. For example, if a user hasselected to advance from a presented content item in the contentdiscovery collection to the next content item in the sequential order,the insertion module 616 presents the alternate content item prior topresenting the next content item in the sequential order. The alternatecontent item does not replace the next content item, but is ratherpresented prior to the next content item. Accordingly, the user will bepresented with the next content item after the alternate content itemhas been presented to the user.

The condition adjustment module 618 adjusts insertion conditions basedon the user's monitored consumption of content items. For example, inresponse to determining that a user consumes content quickly, thecondition adjustment module 618 increases the threshold number ofpresented content items. Alternatively, in response to determining thata user is consuming content slowly, the condition adjustment module 618decreases the threshold number of presented content items. Adjusting theinsertion conditions based on the user's monitored content consumptionfine tunes the insertion conditions to provide a consistent userexperience amongst multiple users and multiple content discovercollections.

FIG. 7 is a flowchart illustrating a method 700 for inserting analternate content item into a content discovery session, according tocertain example embodiments. The method 700 may be embodied incomputer-readable instructions for execution by one or more computerprocessors such that the operations of the method 700 may be performedin part or in whole by the collection management system 204;accordingly, the method 700 is described below by way of example withreference thereto. However, it shall be appreciated that at least someof the operations of the method 700 may be deployed on various otherhardware configurations and the method 700 is not intended to be limitedto the collection management system 204.

At operation 702, the session management module 604 presents, as part ofa content discovery session, a first content item from a contentdiscovery collection. The content discovery collection includes aplurality of content items that are ordered sequentially forpresentation in the content discovery session.

At operation 704, the session management module 605 receives anadvancement input. The advancement input is received as a result of auser selecting an advancement button presented by interface module 602.

At operation 706, the condition triggering module 612 determines whethera number of content items presented as part of the content discoverysession meets or exceeds a threshold number of content items, andwhether an amount of elapsed time of the content discovery session meetsor exceeds a threshold amount of time, yielding a first determination.The number of content items presented as part of the content discoverysession indicates a number of content items presented since the contentdiscovery session was initiated or a number of content items presentedsince a previous alternate content item was presents as part of thecontent discovery session, the previous alternate content item not beingincluded in the content discovery session. Likewise, the amount ofelapsed time of the content discovery session indicates an amount oftime since the content discovery session was initiated or an amount ofelapsed time since a previous alternate content item was presents aspart of the content discovery session, the previous alternate contentitem not being included in the content discovery session.

In some embodiments, the threshold number of content items is based on acontent item type of the content items included in the content discoverycollection. For example, the threshold may be higher when the contentitems are quickly consumable, such as images, and the threshold may belower when the content items take longer to consume, such as newsarticles. Likewise, in some embodiments the threshold amount of time isbased on a content item type of the content items included in thecontent discovery collection.

At operation 708, the insertion module 616 presents, based on the firstdetermination, a first alternate content item as part of the contentdiscover session. The first alternate content item is not being includedin the content discovery collection. In some embodiments, the firstdetermination indicates that at least one of the two insertionconditions have been met. As another example, the first determinationindicates that both of the insertion conditions have been met.

At operation 710, the session management module 604 presents a secondcontent item from the content discover collection. The second contentitem is ordered after the first content item for presentation in thecontent discovery session. Accordingly, the user is presented with thesecond content item after being presented with the alternate contentitem.

FIG. 8 is a flowchart illustrating a method 800 for inserting analternate content item into a content discovery session, according tocertain example embodiments. The method 800 may be embodied incomputer-readable instructions for execution by one or more computerprocessors such that the operations of the method 800 may be performedin part or in whole by the collection management system 204;accordingly, the method 800 is described below by way of example withreference thereto. However, it shall be appreciated that at least someof the operations of the method 800 may be deployed on various otherhardware configurations and the method 800 is not intended to be limitedto the collection management system 204.

At operation 802, the session management module 605 receives anadvancement input. The advancement input is received as a result of auser selecting an advancement button presented by interface module 602.

At operation 804, the condition triggering module determines that aninsertion condition has been triggered.

At operation 806, the position eligibility module 612 determines thatthe upcoming position is eligible for insertion of an alternate contentitem.

At operation 808, the insertion module 616 presents an alternate contentitem.

At operation 810, the session management module 604 presents the nextcontent item from the content discovery collection. Accordingly, theuser is presented with the next content item after being presented withthe alternate content item.

FIG. 9 is a flowchart illustrating a method 900 for inserting analternate content item into a content discovery session, according tocertain example embodiments. The method 900 may be embodied incomputer-readable instructions for execution by one or more computerprocessors such that the operations of the method 900 may be performedin part or in whole by the collection management system 204;accordingly, the method 900 is described below by way of example withreference thereto. However, it shall be appreciated that at least someof the operations of the method 900 may be deployed on various otherhardware configurations and the method 900 is not intended to be limitedto the collection management system 204.

At operation 902, the session management module 605 receives anadvancement input. The advancement input is received as a result of auser selecting an advancement button presented by interface module 602.

At operation 904, the condition triggering module determines that aninsertion condition has been triggered.

At operation 906, the position eligibility module 612 determines thatthe upcoming position is not eligible for insertion of an alternatecontent item.

At operation 908, the session management module 604 presents the nextcontent item from the content discovery collection. Accordingly, theuser is presented with the next content item after without beingpresented with an alternate content item.

FIG. 10 is a screenshot 1000 of a content item 1002 presented as part ofa content discover session. As shown, the user is presented with acontent item 1002 that is an image. The content item 1002 is included ina content discovery collection being presented as part of the contentdiscovery session. A first user interface element 1004 enables a user tocause presentation of a different content item that is sequentiallyordered prior to the presented content item 1002 in the contentdiscovery collection. A second user interface element 1006 enables auser to cause presentation of a different content item that issequentially ordered after the presented content item 1002 in thecontent discovery collection. A third user interface element 1008enables a user to cause presentation of additional informationassociated with the content item 1002. For example, the additionalcontent includes information describing the presented image, such as alocation, caption, etc.

FIG. 11 is a block diagram illustrating an example software architecture1106, which may be used in conjunction with various hardwarearchitectures herein described. FIG. 11 is a non-limiting example of asoftware architecture and it will be appreciated that many otherarchitectures may be implemented to facilitate the functionalitydescribed herein. The software architecture 1106 may execute on hardwaresuch as machine 1200 of FIG. 12 that includes, among other things,processors 1204, memory 1214, and I/O components 1218. A representativehardware layer 1152 is illustrated and can represent, for example, themachine 1200 of FIG. 12. The representative hardware layer 1152 includesa processing unit 1154 having associated executable instructions 1104.Executable instructions 1104 represent the executable instructions ofthe software architecture 1106, including implementation of the methods,components and so forth described herein. The hardware layer 1152 alsoincludes memory and/or storage modules memory/storage 1156, which alsohave executable instructions 1104. The hardware layer 1152 may alsocomprise other hardware 1158.

In the example architecture of FIG. 11, the software architecture 1106may be conceptualized as a stack of layers where each layer providesparticular functionality. For example, the software architecture 1106may include layers such as an operating system 1102, libraries 1120,applications 1116 and a presentation layer 1114. Operationally, theapplications 1116 and/or other components within the layers may invokeApplication Programming Interface (API) calls 1108 through the softwarestack and receive a response as in response to the API calls 1108. Thelayers illustrated are representative in nature and not all softwarearchitectures have all layers. For example, some mobile or specialpurpose operating systems may not provide a frameworks/middleware 1118,while others may provide such a layer. Other software architectures mayinclude additional or different layers.

The operating system 1102 may manage hardware resources and providecommon services. The operating system 1102 may include, for example, akernel 1122, services 1124 and drivers 1126. The kernel 1122 may act asan abstraction layer between the hardware and the other software layers.For example, the kernel 1122 may be responsible for memory management,processor management (e.g., scheduling), component management,networking, security settings, and so on. The services 1124 may provideother common services for the other software layers. The drivers 1126are responsible for controlling or interfacing with the underlyinghardware. For instance, the drivers 1126 include display drivers, cameradrivers, Bluetooth® drivers, flash memory drivers, serial communicationdrivers (e.g., Universal Serial Bus (USB) drivers), Wi-Fi® drivers,audio drivers, power management drivers, and so forth depending on thehardware configuration.

The libraries 1120 provide a common infrastructure that is used by theapplications 1116 and/or other components and/or layers. The libraries1120 provide functionality that allows other software components toperform tasks in an easier fashion than to interface directly with theunderlying operating system 1102 functionality (e.g., kernel 1122,services 1124 and/or drivers 1126). The libraries 1120 may includesystem libraries 1144 (e.g., C standard library) that may providefunctions such as memory allocation functions, string manipulationfunctions, mathematical functions, and the like. In addition, thelibraries 1120 may include API libraries 1146 such as media libraries(e.g., libraries to support presentation and manipulation of variousmedia format such as MPREG4, H.264, MP3, AAC, AMR, JPG, PNG), graphicslibraries (e.g., an OpenGL framework that may be used to render 2D and3D in a graphic content on a display), database libraries (e.g., SQLitethat may provide various relational database functions), web libraries(e.g., WebKit that may provide web browsing functionality), and thelike. The libraries 1120 may also include a wide variety of otherlibraries 1148 to provide many other APIs to the applications 1116 andother software components/modules.

The frameworks/middleware 1118 (also sometimes referred to asmiddleware) provide a higher-level common infrastructure that may beused by the applications 1116 and/or other software components/modules.For example, the frameworks/middleware 1118 may provide various graphicuser interface (GUI) functions, high-level resource management,high-level location services, and so forth. The frameworks/middleware1118 may provide a broad spectrum of other APIs that may be utilized bythe applications 1116 and/or other software components/modules, some ofwhich may be specific to a particular operating system 1102 or platform.

The applications 1116 include built-in applications 1138 and/orthird-party applications 1140. Examples of representative built-inapplications 1138 may include, but are not limited to, a contactsapplication, a browser application, a book reader application, alocation application, a media application, a messaging application,and/or a game application. Third-party applications 1140 may include anapplication developed using the ANDROID™ or IOS™ software developmentkit (SDK) by an entity other than the vendor of the particular platform,and may be mobile software running on a mobile operating system such asIOS™, ANDROID™, WINDOWS® Phone, or other mobile operating systems. Thethird-party applications 1140 may invoke the API calls 1108 provided bythe mobile operating system (such as operating system 1102) tofacilitate functionality described herein.

The applications 1116 may use built in operating system functions (e.g.,kernel 1122, services 1124 and/or drivers 1126), libraries 1120, andframeworks/middleware 1118 to create user interfaces to interact withusers of the system. Alternatively, or additionally, in some systemsinteractions with a user may occur through a presentation layer, such aspresentation layer 1114. In these systems, the application/component“logic” can be separated from the aspects of the application/componentthat interact with a user.

FIG. 12 is a block diagram illustrating components of a machine 1200,according to some example embodiments, able to read instructions from amachine-readable medium (e.g., a machine-readable storage medium) andperform any one or more of the methodologies discussed herein.Specifically, FIG. 12 shows a diagrammatic representation of the machine1200 in the example form of a computer system, within which instructions1210 (e.g., software, a program, an application, an applet, an app, orother executable code) for causing the machine 1200 to perform any oneor more of the methodologies discussed herein may be executed. As such,the instructions 1210 may be used to implement modules or componentsdescribed herein. The instructions 1210 transform the general,non-programmed machine 1200 into a particular machine 1200 programmed tocarry out the described and illustrated functions in the mannerdescribed. In alternative embodiments, the machine 1200 operates as astandalone device or may be coupled (e.g., networked) to other machines.In a networked deployment, the machine 1200 may operate in the capacityof a server machine or a client machine in a server-client networkenvironment, or as a peer machine in a peer-to-peer (or distributed)network environment. The machine 1200 may comprise, but not be limitedto, a server computer, a client computer, a personal computer (PC), atablet computer, a laptop computer, a netbook, a set-top box (STB), apersonal digital assistant (PDA), an entertainment media system, acellular telephone, a smart phone, a mobile device, a wearable device(e.g., a smart watch), a smart home device (e.g., a smart appliance),other smart devices, a web appliance, a network router, a networkswitch, a network bridge, or any machine capable of executing theinstructions 1210, sequentially or otherwise, that specify actions to betaken by machine 1200. Further, while only a single machine 1200 isillustrated, the term “machine” shall also be taken to include acollection of machines that individually or jointly execute theinstructions 1210 to perform any one or more of the methodologiesdiscussed herein.

The machine 1200 may include processors 1204, memory memory/storage1206, and I/O components 1218, which may be configured to communicatewith each other such as via a bus 1202. The memory/storage 1206 mayinclude a memory 1214, such as a main memory, or other memory storage,and a storage unit 1216, both accessible to the processors 1204 such asvia the bus 1202. The storage unit 1216 and memory 1214 store theinstructions 1210 embodying any one or more of the methodologies orfunctions described herein. The instructions 1210 may also reside,completely or partially, within the memory 1214, within the storage unit1216, within at least one of the processors 1204 (e.g., within theprocessor's cache memory), or any suitable combination thereof, duringexecution thereof by the machine 1200. Accordingly, the memory 1214, thestorage unit 1216, and the memory of processors 1204 are examples ofmachine-readable media.

The I/O components 1218 may include a wide variety of components toreceive input, provide output, produce output, transmit information,exchange information, capture measurements, and so on. The specific I/Ocomponents 1218 that are included in a particular machine 1200 willdepend on the type of machine. For example, portable machines such asmobile phones will likely include a touch input device or other suchinput mechanisms, while a headless server machine will likely notinclude such a touch input device. It will be appreciated that the I/Ocomponents 1218 may include many other components that are not shown inFIG. 12. The I/O components 1218 are grouped according to functionalitymerely for simplifying the following discussion and the grouping is inno way limiting. In various example embodiments, the I/O components 1218may include output components 1226 and input components 1228. The outputcomponents 1226 may include visual components (e.g., a display such as aplasma display panel (PDP), a light emitting diode (LED) display, aliquid crystal display (LCD), a projector, or a cathode ray tube (CRT)),acoustic components (e.g., speakers), haptic components (e.g., avibratory motor, resistance mechanisms), other signal generators, and soforth. The input components 1228 may include alphanumeric inputcomponents (e.g., a keyboard, a touch screen configured to receivealphanumeric input, a photo-optical keyboard, or other alphanumericinput components), point based input components (e.g., a mouse, atouchpad, a trackball, a joystick, a motion sensor, or other pointinginstrument), tactile input components (e.g., a physical button, a touchscreen that provides location and/or force of touches or touch gestures,or other tactile input components), audio input components (e.g., amicrophone), and the like.

In further example embodiments, the I/O components 1218 may includebiometric components 1230, motion components 1234, environmentalenvironment components 1236, or position components 1238 among a widearray of other components. For example, the biometric components 1230may include components to detect expressions (e.g., hand expressions,facial expressions, vocal expressions, body gestures, or eye tracking),measure biosignals (e.g., blood pressure, heart rate, body temperature,perspiration, or brain waves), identify a person (e.g., voiceidentification, retinal identification, facial identification,fingerprint identification, or electroencephalogram basedidentification), and the like. The motion components 1234 may includeacceleration sensor components (e.g., accelerometer), gravitation sensorcomponents, rotation sensor components (e.g., gyroscope), and so forth.The environment components 1236 may include, for example, illuminationsensor components (e.g., photometer), temperature sensor components(e.g., one or more thermometer that detect ambient temperature),humidity sensor components, pressure sensor components (e.g.,barometer), acoustic sensor components (e.g., one or more microphonesthat detect background noise), proximity sensor components (e.g.,infrared sensors that detect nearby objects), gas sensors (e.g., gasdetection sensors to detection concentrations of hazardous gases forsafety or to measure pollutants in the atmosphere), or other componentsthat may provide indications, measurements, or signals corresponding toa surrounding physical environment. The position components 1238 mayinclude location sensor components (e.g., a Global Position system (GPS)receiver component), altitude sensor components (e.g., altimeters orbarometers that detect air pressure from which altitude may be derived),orientation sensor components (e.g., magnetometers), and the like.

Communication may be implemented using a wide variety of technologies.The I/O components 1218 may include communication components 1240operable to couple the machine 1200 to a network 1232 or devices 1220via coupling 1222 and coupling 1224 respectively. For example, thecommunication components 1240 may include a network interface componentor other suitable device to interface with the network 1232. In furtherexamples, communication components 1240 may include wired communicationcomponents, wireless communication components, cellular communicationcomponents, Near Field Communication (NFC) components, Bluetooth®components (e.g., Bluetooth® Low Energy), Wi-Fi® components, and othercommunication components to provide communication via other modalities.The devices 1220 may be another machine or any of a wide variety ofperipheral devices (e.g., a peripheral device coupled via a UniversalSerial Bus (USB)).

Moreover, the communication components 1240 may detect identifiers orinclude components operable to detect identifiers. For example, thecommunication components 1240 may include Radio Frequency Identification(RFID) tag reader components, NFC smart tag detection components,optical reader components (e.g., an optical sensor to detectone-dimensional bar codes such as Universal Product Code (UPC) bar code,multi-dimensional bar codes such as Quick Response (QR) code, Azteccode. Data Matrix, Dataglyph, MaxiCode, PDF417, Ultra Code. UCC RSS-2Dbar code, and other optical codes), or acoustic detection components(e.g., microphones to identify tagged audio signals). In addition, avariety of information may be derived via the communication components1240, such as, location via Internet Protocol (IP) geo-location,location via Wi-Fi® signal triangulation, location via detecting a NFCbeacon signal that may indicate a particular location, and so forth.

Glossary

“CARRIER SIGNAL” in this context refers to any intangible medium that iscapable of storing, encoding, or carrying instructions for execution bythe machine, and includes digital or analog communications signals orother intangible medium to facilitate communication of suchinstructions. Instructions may be transmitted or received over thenetwork using a transmission medium via a network interface device andusing any one of a number of well-known transfer protocols.

“CLIENT DEVICE” in this context refers to any machine that interfaces toa communications network to obtain resources from one or more serversystems or other client devices. A client device may be, but is notlimited to, a mobile phone, desktop computer, laptop, portable digitalassistants (PDAs), smart phones, tablets, ultra books, netbooks,laptops, multi-processor systems, microprocessor-based or programmableconsumer electronics, game consoles, set-top boxes, or any othercommunication device that a user may use to access a network.

“COMMUNICATIONS NETWORK” in this context refers to one or more portionsof a network that may be an ad hoc network, an intranet, an extranet, avirtual private network (VPN), a local area network (LAN), a wirelessLAN (WLAN), a wide area network (WAN), a wireless WAN (WWAN), ametropolitan area network (MAN), the Internet, a portion of theInternet, a portion of the Public Switched Telephone Network (PSTN), aplain old telephone service (POTS) network, a cellular telephonenetwork, a wireless network, a Wi-Fi® network, another type of network,or a combination of two or more such networks. For example, a network ora portion of a network may include a wireless or cellular network andthe coupling may be a Code Division Multiple Access (CDMA) connection, aGlobal System for Mobile communications (GSM) connection, or other typeof cellular or wireless coupling. In this example, the coupling mayimplement any of a variety of types of data transfer technology, such asSingle Carrier Radio Transmission Technology (1×RTT), Evolution-DataOptimized (EVDO) technology, General Packet Radio Service (GPRS)technology, Enhanced Data rates for GSM Evolution (EDGE) technology,third Generation Partnership Project (3GPP) including 3G, fourthgeneration wireless (4G) networks, Universal Mobile TelecommunicationsSystem (UMTS), High Speed Packet Access (HSPA), WorldwideInteroperability for Microwave Access (WiMAX), Long Term Evolution (LTE)standard, others defined by various standard setting organizations,other long range protocols, or other data transfer technology.

“EMPHEMERAL MESSAGE” in this context refers to a message that isaccessible for a time-limited duration. An ephemeral message may be atext, an image, a video and the like. The access time for the ephemeralmessage may be set by the message sender. Alternatively, the access timemay be a default setting or a setting specified by the recipient.Regardless of the setting technique, the message is transitory.

“MACHINE-READABLE MEDIUM” in this context refers to a component, deviceor other tangible media able to store instructions and data temporarilyor permanently and may include, but is not be limited to, random-accessmemory (RAM), read-only memory (ROM), buffer memory, flash memory,optical media, magnetic media, cache memory, other types of storage(e.g., Erasable Programmable Read-Only Memory (EEPROM)) and/or anysuitable combination thereof. The term “machine-readable medium” shouldbe taken to include a single medium or multiple media (e.g., acentralized or distributed database, or associated caches and servers)able to store instructions. The term “machine-readable medium” shallalso be taken to include any medium, or combination of multiple media,that is capable of storing instructions (e.g., code) for execution by amachine, such that the instructions, when executed by one or moreprocessors of the machine, cause the machine to perform any one or moreof the methodologies described herein. Accordingly, a “machine-readablemedium” refers to a single storage apparatus or device, as well as“cloud-based” storage systems or storage networks that include multiplestorage apparatus or devices. The term “machine-readable medium”excludes signals per se.

“COMPONENT” in this context refers to a device, physical entity or logichaving boundaries defined by function or subroutine calls, branchpoints, application program interfaces (APIs), or other technologiesthat provide for the partitioning or modularization of particularprocessing or control functions. Components may be combined via theirinterfaces with other components to carry out a machine process. Acomponent may be a packaged functional hardware unit designed for usewith other components and a part of a program that usually performs aparticular function of related functions. Components may constituteeither software components (e.g., code embodied on a machine-readablemedium) or hardware components. A “hardware component” is a tangibleunit capable of performing certain operations and may be configured orarranged in a certain physical manner. In various example embodiments,one or more computer systems (e.g., a standalone computer system, aclient computer system, or a server computer system) or one or morehardware components of a computer system (e.g., a processor or a groupof processors) may be configured by software (e.g., an application orapplication portion) as a hardware component that operates to performcertain operations as described herein. A hardware component may also beimplemented mechanically, electronically, or any suitable combinationthereof. For example, a hardware component may include dedicatedcircuitry or logic that is permanently configured to perform certainoperations. A hardware component may be a special-purpose processor,such as a Field-Programmable Gate Array (FPGA) or an ApplicationSpecific Integrated Circuit (ASIC). A hardware component may alsoinclude programmable logic or circuitry that is temporarily configuredby software to perform certain operations. For example, a hardwarecomponent may include software executed by a general-purpose processoror other programmable processor. Once configured by such software,hardware components become specific machines (or specific components ofa machine) uniquely tailored to perform the configured functions and areno longer general-purpose processors. It will be appreciated that thedecision to implement a hardware component mechanically, in dedicatedand permanently configured circuitry, or in temporarily configuredcircuitry (e.g., configured by software) may be driven by cost and timeconsiderations. Accordingly, the phrase “hardware component” (or“hardware-implemented component”) should be understood to encompass atangible entity, be that an entity that is physically constructed,permanently configured (e.g., hardwired), or temporarily configured(e.g., programmed) to operate in a certain manner or to perform certainoperations described herein. Considering embodiments in which hardwarecomponents are temporarily configured (e.g., programmed), each of thehardware components need not be configured or instantiated at any oneinstance in time. For example, where a hardware component comprises ageneral-purpose processor configured by software to become aspecial-purpose processor, the general-purpose processor may beconfigured as respectively different special-purpose processors (e.g.,comprising different hardware components) at different times. Softwareaccordingly configures a particular processor or processors, forexample, to constitute a particular hardware component at one instanceof time and to constitute a different hardware component at a differentinstance of time. Hardware components can provide information to, andreceive information from, other hardware components. Accordingly, thedescribed hardware components may be regarded as being communicativelycoupled. Where multiple hardware components exist contemporaneously,communications may be achieved through signal transmission (e.g., overappropriate circuits and buses) between or among two or more of thehardware components. In embodiments in which multiple hardwarecomponents are configured or instantiated at different times,communications between such hardware components may be achieved, forexample, through the storage and retrieval of information in memorystructures to which the multiple hardware components have access. Forexample, one hardware component may perform an operation and store theoutput of that operation in a memory device to which it iscommunicatively coupled. A further hardware component may then, at alater time, access the memory device to retrieve and process the storedoutput. Hardware components may also initiate communications with inputor output devices, and can operate on a resource (e.g., a collection ofinformation). The various operations of example methods described hereinmay be performed, at least partially, by one or more processors that aretemporarily configured (e.g., by software) or permanently configured toperform the relevant operations. Whether temporarily or permanentlyconfigured, such processors may constitute processor-implementedcomponents that operate to perform one or more operations or functionsdescribed herein. As used herein, “processor-implemented component”refers to a hardware component implemented using one or more processors.Similarly, the methods described herein may be at least partiallyprocessor-implemented, with a particular processor or processors beingan example of hardware. For example, at least some of the operations ofa method may be performed by one or more processors orprocessor-implemented components. Moreover, the one or more processorsmay also operate to support performance of the relevant operations in a“cloud computing” environment or as a “software as a service” (SaaS).For example, at least some of the operations may be performed by a groupof computers (as examples of machines including processors), with theseoperations being accessible via a network (e.g., the Internet) and viaone or more appropriate interfaces (e.g., an Application ProgramInterface (API)). The performance of certain of the operations may bedistributed among the processors, not only residing within a singlemachine, but deployed across a number of machines. In some exampleembodiments, the processors or processor-implemented components may belocated in a single geographic location (e.g., within a homeenvironment, an office environment, or a server farm). In other exampleembodiments, the processors or processor-implemented components may bedistributed across a number of geographic locations.

“PROCESSOR” in this context refers to any circuit or virtual circuit (aphysical circuit emulated by logic executing on an actual processor)that manipulates data values according to control signals (e.g.,“commands”, “op codes”, “machine code”, etc.) and which producescorresponding output signals that are applied to operate a machine. Aprocessor may, for example, be a Central Processing Unit (CPU), aReduced Instruction Set Computing (RISC) processor, a ComplexInstruction Set Computing (CISC) processor, a Graphics Processing Unit(GPU), a Digital Signal Processor (DSP), an Application SpecificIntegrated Circuit (ASIC), a Radio-Frequency Integrated Circuit (RFIC)or any combination thereof. A processor may further be a multi-coreprocessor having two or more independent processors (sometimes referredto as “cores”) that may execute instructions contemporaneously.

“TIMESTAMP” in this context refers to a sequence of characters orencoded information identifying when a certain event occurred, forexample giving date and time of day, sometimes accurate to a smallfraction of a second.

What is claimed is:
 1. A method comprising: presenting, by one or more processors, a first portion of a sequence of content items to a user; determining that the sequence of content items correspond to a type of content that takes a given amount of time to consume; setting a threshold number of content items based on determining that the sequence of content items correspond to a first type of content that takes a different amount of time to consume than a second type of content; determining a rate at which the user consumes the first type of content; adjusting the threshold number of content items based on the rate at which the user consumes the first type of content; determining that a number of content items in the first portion of the sequence of content items corresponds to the threshold number of content items; and in response to determining that the number of content items in the first portion of the sequence of content items corresponds to the threshold number of content items, presenting alternate content before presenting a second portion of the sequence of content items.
 2. The method of claim 1, further comprising: presenting, as part of a content discovery session, a content discovery collection including the sequence of content items, the sequence of content items being ordered sequentially for presentation in the content discovery session, a sequential ordering of the sequence of content items defining that a second content item immediately follows a first content item at a particular position in the sequence.
 3. The method of claim 1, wherein the alternate content is presented if a plurality of criteria is satisfied, and wherein the second portion is presented instead of the alternate content if the plurality of criteria is not satisfied.
 4. The method of claim 3, wherein the plurality of criteria includes: if an amount of elapsed time of a content discovery session meets or exceeds a threshold amount of time; if a particular position in the sequence is designated as eligible to receive inserted content; and if the number of content items in the first portion of the sequence of content items corresponds to the threshold number of content items, and wherein the threshold amount of time is based on a content item type of content items included in the content discovery session.
 5. The method of claim 1, further comprising presenting the second portion of the sequence of content items after presenting the alternate content.
 6. The method of claim 1, wherein some positions in the sequence are predesignated as eligible to receive inserted alternate content and some positions in the sequence are predesignated as ineligible to receive inserted alternate content.
 7. The method of claim 1, wherein the first type of content takes a first amount of time to consume that is shorter than a second amount of time it takes to consume the second type of content, and wherein the set threshold number of content items is smaller than another threshold of the number of content items that is associated with the second type of content.
 8. The method of claim 1, wherein a first of a plurality of thresholds of the number of content items is set as the threshold when the content item type that is identified comprises an image, wherein a second of the plurality of thresholds of the number of content items is set as the threshold when the content item type that is identified comprises a news article.
 9. The method of claim 8, wherein the second of the plurality of thresholds of the number of content items is smaller than the first of the plurality of thresholds of the number of content items.
 10. The method of claim 1, further comprising receiving an advancement input to a particular position in the sequence, wherein the alternate content item is presented in response to receiving the advancement input.
 11. The method of claim 1, further comprising increasing the threshold number in response to determining that the rate at which the user consumes the first type of content is greater than a rate at which the user consumes the second type of content.
 12. The method of claim 11, further comprising monitoring user consumption of the sequence of content items.
 13. The method of claim 1, wherein the alternate content is presented if a plurality of criteria is satisfied, wherein the second portion is presented instead of the alternate content if the plurality of criteria is not satisfied, and wherein the plurality of criteria includes: if an amount of elapsed time of a content discovery session meets or exceeds a threshold amount of time; and if a particular position in the sequence is designated as eligible to receive inserted content.
 14. The method of claim 1, further comprising decreasing the threshold number in response to determining that the rate at which the user consumes the first type of content is less than a rate at which the user consumes the second type of content.
 15. A system comprising: one or more computer hardware processors; and one or more computer-readable mediums storing instructions that, when executed by the one or more computer hardware processors, cause the system to perform operations comprising: presenting a first portion of a sequence of content items to a user; determining that the sequence of content items correspond to a type of content that takes a given amount of time to consume; setting a threshold number of content items based on determining that the sequence of content items correspond to a first type of content that takes a different amount of time to consume than a second type of content; determining a rate at which the user consumes the first type of content; adjusting the threshold number of content items based on the rate at which the user consumes the first type of content; determining that a number of content items in the first portion of the sequence of content items corresponds to the threshold number of content items; and in response to determining that the number of content items in the first portion of the sequence of content items corresponds to the threshold number of content items, presenting alternate content before presenting a second portion of the sequence of content items.
 16. The system of claim 15, wherein some positions in the sequence are predesignated as eligible to receive inserted alternate content and some positions in the sequence are predesignated as ineligible to receive inserted alternate content.
 17. The system of claim 15, wherein the first type of content takes a first amount of time to consume that is shorter than a second amount of time it takes to consume the second type of content, and wherein the set threshold number of content items is smaller than another threshold of the number of content items that is associated with the second type of content.
 18. The system of claim 15, wherein a first of a plurality of thresholds of the number of content items is set as the threshold when the content item type that is identified comprises an image, wherein a second of the plurality of thresholds of the number of content items is set as the threshold when the content item type that is identified comprises a news article.
 19. A non-transitory computer-readable medium storing instructions that, when executed by one or more computer processors, cause the one or more processors to perform operations comprising: presenting a first portion of a sequence of content items to a user; determining that the sequence of content items correspond to a type of content that takes a given amount of time to consume; setting a threshold number of content items based on determining that the sequence of content items correspond to a first type of content that takes a different amount of time to consume than a second type of content; determining a rate at which the user consumes the first type of content; adjusting the threshold number of content items based on the rate at which the user consumes the first type of content; determining that a number of content items in the first portion of the sequence of content items corresponds to the threshold number of content items; and in response to determining that the number of content items in the first portion of the sequence of content items corresponds to the threshold number of content items, presenting alternate content before presenting a second portion of the sequence of content items.
 20. The non-transitory computer-readable medium of claim 19, wherein the alternate content is presented if a plurality of criteria is satisfied, and wherein the second portion is presented instead of the alternate content if the plurality of criteria is not satisfied, wherein the plurality of criteria includes: if an amount of elapsed time of a content discovery session meets or exceeds a threshold amount of time; and if a particular position in the sequence is designated as eligible to receive inserted content, and wherein the threshold amount of time is based on a content item type of content items included in the content discovery session. 